How to Enable Google Analytics Conversions in Google Ads

Tracking conversions is essential to understanding whether your Google Ads campaigns are actually delivering results. By enabling conversions from Google Analytics 4 (GA4) in your Google Ads account, you can measure actions like purchases, form submissions, or sign-ups — and use that data to optimize your campaigns with precision.

Step 1: Link Google Analytics 4 with Google Ads

Before you can enable GA4 conversions in Google Ads, the two platforms must be connected. Here’s how:

1. In GA4, go to the Admin section.
2. Under the Property column, click Google Ads Links.
3. Select Link and choose your Google Ads account.
4. Follow the prompts and submit to complete the integration.

This connection allows data to flow between platforms and enables conversion import later on.

Step 2: Mark Events as Conversions in GA4

Not all events in GA4 are treated as conversions by default. To track an event as a conversion:

1. In Google Analytics 4, navigate to Admin > Events.
2. Find the relevant event (e.g., purchase, form_submit, or generate_lead).
3. Toggle “Mark as conversion” next to the event name.

Now GA4 knows which actions matter most to your business.

Step 3: Import GA4 Conversions into Google Ads

Once your events are marked as conversions, it’s time to import them into Google Ads:

1. Open Google Ads and go to Tools & Settings > Conversions.
2. Click + New Conversion Action.
3. Choose Import, then select Google Analytics 4 properties (Web and App).
4. You’ll see a list of available conversions — check the ones you want to use in your campaigns.
5. Click Import and Continue, then Done.

These imported conversions are now available for reporting and optimization.

Step 4: Verify Everything Is Working

To confirm the setup is complete:

• Go back to Tools & Settings > Conversions in Google Ads.
• Your GA4 conversions should appear with a status like “Recording conversions.”

Over time, you’ll begin seeing data associated with those actions.

Why This Matters

By enabling GA4 conversions in Google Ads, you:

• Allow Smart Bidding to optimize campaigns based on meaningful user actions.
• Get clearer insights into return on ad spend (ROAS).
• Improve your ability to attribute success across different marketing touchpoints.

Connecting and importing GA4 conversions ensures your ad budget is being spent wisely — targeting users most likely to convert based on actual behavior tracked on your website.